communication and dissemination strategy - urbanwins · 2019-01-07 · this communication and...

Communication and

dissemination strategy

WP8

9/5/2018

Version 3.0

WP 8

Dissemination level Public

Deliverable lead ICLEI

Authors

Meritxell Diaz, ICLEI

Paula Land, ICLEI

Philipp Tepper, ICLEI

Reviewers Cremona, CEIFACOOP, ECOSISTEMI, Marraiafura

Abstract

This communication and dissemination strategy explains how the project will communicate its developments and outcomes, and how the consortium will ensure visibility and promotion of the project and dissemination of its results throughout the project.

Keywords Communication; dissemination; awareness

License

This work is licensed under a Creative Commons Attribution-Non-Commercial-No Derivatives 4.0 International License. See:

http://creativecommons.org/licenses/by-nc-nd/4.0

WP8 - Deliverable 8.1 Communication and dissemination strategy Introduction

URBAN_WINS_D81_02-01_final - 1 -

Contents 1. Introduction ______________________________________________________________ 2

2. Communication approach ___________________________________________________ 3

3. Communication objectives __________________________________________________ 5

4. Target audiences __________________________________________________________ 7

5. Key messages ____________________________________________________________ 10

6. Visual identity ___________________________________________________________ 13

6.1. The logo ____________________________________________________________ 13

6.2. Colour palette _______________________________________________________ 13

6.3. Visual identity guidelines ______________________________________________ 14

7. Communication and dissemination channels __________________________________ 14

7.1. Website _____________________________________________________________ 14

7.2. Dissemination conferences _____________________________________________ 16

7.3. EU initiatives and events ______________________________________________ 18

7.4. Breakfast at Sustainability’s ____________________________________________ 19

7.5. Webinars ____________________________________________________________ 20

7.6. Social media _________________________________________________________ 21

7.7. Online agoras ________________________________________________________ 22

7.8. Mailing lists __________________________________________________________ 23

7.9. Channels of partners __________________________________________________ 23

8. Communication products __________________________________________________ 24

8.1. Promotional e-leaflet _________________________________________________ 24

8.2. E-newsletter _________________________________________________________ 24

8.3. Blogging ____________________________________________________________ 25

8.4. Press releases ________________________________________________________ 26

8.5. Sector watch ________________________________________________________ 26

8.6. Elevator pitches ______________________________________________________ 27

8.7. CityMatch ___________________________________________________________ 27

8.8. Videos ______________________________________________________________ 28

8.9. Online campaigns _____________________________________________________ 29

8.10. Exploitation plan ___________________________________________________ 29

9. Products’ and channels’ connection to the communication approach _____________ 30

WP8 - Deliverable 8.1 Communication and dissemination strategy Introduction


10. Timeline ______________________________________________________________ 32

11. Evaluation and monitoring _______________________________________________ 35

1. Introduction

Urban_Wins aims at developing and testing methods for designing and implementing

innovative and sustainable strategic plans for waste prevention and management in various

urban contexts. By doing so, urban environmental resilience will be enhanced and progress

towards more sustainable production and consumption patterns, together with

improvements in waste recovery and recovered material use, will be guaranteed.

This is a revised communication and dissemination strategy (2nd revision) describing how

Urban_Wins will raise awareness on the topic of urban metabolism, waste generation,

prevention and management, to shift to more sustainable consumption and production

patterns, engage target audiences into the participatory processes, and promote the

results and achievements of the project. It explains how the project will communicate its

developments and outcomes, and how the consortium will ensure visibility and promotion

of the project and dissemination of its results throughout the project, with a particular

focus on the last year. This strategy also refers to how an exploitation strategy is

developed so that the findings can be used after Urban_Wins comes to its end.

The strategy describes the WHY (communication objectives), the WHO (target audiences),

the WHAT (key messages) and the HOW (the approach, the channels and the products).

This is the second and final update of the Communications and Dissemination Strategy that

was produced by M3. The goal is to respond to the demands of an evolving project, and to

better define the actions for the next year, as well as the steps that need to be taken by

partners involved in the relevant activities and tasks.

NOTE: The spelling of the Urban_Wins project was agreed to differ when using the name

for deliverables, or when using it to communicate to the “outside world”.

When communicating with the different target audiences, the project name will be

spelled like: UrbanWINS.

When producing internal deliverables, the project name will be spelled as it was in

the proposal: Urban_Wins

As this is a communication product that has elements that are used outside, the spelling

UrbanWINS is used from here onwards.

WP8 - Deliverable 8.1 Communication and dissemination strategy Communication approach


2. Communication approach

The communication and dissemination activities within the UrbanWINS project aim at

raising awareness on the topic of waste, generating understanding of what urban

metabolism is, achieving commitment from the different stakeholders involved in the

process and moving to action. The communication activities will follow this approach:

Awareness: To make identified target audiences aware of the UrbanWINS project, its

objectives, approach, developments and outcomes. By raising awareness of the project,

the ultimate goal is to raise awareness on resource consumption, waste generation, and

waste management and prevention and, at the same time, improve knowledge about the

stocks of resources that are available for reuse or recycling.

Understanding: To make identified target audiences understand the urban metabolism

approach for the development of waste prevention and management strategies, and to

highlight the opportunities of co-creating innovative and sustainable policies that improve

the well-being, the quality of life and the environmental resilience.

Commitment: To encourage the commitment of different stakeholders by taking an active

role in the project, by participating in the agoras and by engaging them in the co-

development and the co-testing of new solutions.

Action: To make stakeholders move from commitment to practice, by achieving their

support in the adoption of strategic frameworks for waste prevention and management.

Ownership, internalisation and institutionalisation play a significant role in this action

phase, and can help replication in other cities.

The speed of progress to move from one phase to the other will vary from one stakeholder

group to another. Although the ideal progression would be to have these phases happening

in a consecutive way, they can sometimes overlap (i.e. some stakeholders can

simultaneously be in the phases of understanding and action, and through them they will

internalise commitment).

AWARENESS UNDERSTANDING COMMITMENT ACTION

Figure 1: Four phases of impact for the communication objectives

WP8 - Deliverable 8.1 Communication and dissemination strategy Communication approach


Furthermore, these four phases can also be represented in a circular shape.

Figure 3. Four phases of impact

for the communication

objectives in a circular way.

When representing these four

phases in a circular shape, it is

understood that the action of a

group of stakeholders can help

raising awareness amongst

other group of stakeholders.

Some possible risks that might be faced during these phases:

Aware of unawareness: For some people unawareness is an active decision. The challenge

is to convince them to open their eyes and ears to the information.

Confusion of concepts: Scientific ideas might be sometimes misunderstood. It is important

to effectively and clearly communicate them, by tailoring messages to different audiences.

Negative perception: Confusion can sometimes lead to negative perception. This might

lead to a decision not to commit, not to act and not to support. Transparent

AWARENESS

UNDERSTANDING

COMMITMENT

ACTION

AWARENESS UNDERSTANDING +

ACTION COMMITMENT

Figure 2: Overlapping phases

WP8 - Deliverable 8.1 Communication and dissemination strategy Communication objectives


communication is key. It is also important to let stakeholders know that the project

consortium is open to receive questions.

Inaction: If a group of stakeholders does not take action, it is important to analyse the

possible reasons (right communication channels? right communication products?

unawareness? indifference to the topic? lack of understanding of the approach?)

3. Communication objectives

The general communication objectives of UrbanWINS are:

To engage target audiences in the participatory processes and keep them engaged

and dedicated after the participatory processes are concluded

To increase target groups’ commitment and involvement in decisions and actions to

prevent urban waste, as well as to encourage stakeholders to shift towards more

sustainable consumption patterns

To communicate and disseminate the results within the project to relevant target

groups

To promote maximum replication of the project

Within these general communication objectives, different specific objectives will be

pursued:

1) To engage target audiences in the participatory processes

To raise awareness on the topic of resource consumption and waste prevention

To provide a regular flow of information to target audiences

To increase the level of participation

To enhance the feeling of ownership of UrbanWINS by different stakeholders’

groups

WP8 - Deliverable 8.1 Communication and dissemination strategy Communication objectives


To strengthen and boost the communication between stakeholders

To share “save the date” messages, as well as reminders to increase participation

2) To increase target groups’ commitment and involvement in decisions and actions to

prevent urban waste, as well as to encourage stakeholders to shift towards more

sustainable consumption patterns

To show the important role different stakeholders play when shaping changes and

new strategies to move to more sustainable consumption and production patterns

To mobilise more strongly committed stakeholders in order promote more

significant changes

3) To communicate and disseminate the results within the project to relevant target

groups

To create the appropriate communication products and use the adequate

communication channels to reach the different target audiences

To develop a project website where all developments and public outcomes of the

project will be shared

To connect with similar projects working on the topics of waste, urban metabolism

and circular economy and procurement to join efforts and find synergies

To show how European collaboration can bring positive results for cities and

municipalities all around Europe

To showcase successes in the local and national media, as well as in related

sectorial publications (industry, waste management, municipal/regional

management)

4) To promote maximum replication of the project

To disseminate the lessons learned, by sharing successes, difficulties and barriers

To improve the understanding of urban metabolism and how it can be translated

into actions that increase cities’ resilience

WP8 - Deliverable 8.1 Communication and dissemination strategy Target audiences


To allow relevant target audiences to see the added value of using the urban

metabolism framework as a tool to improve their waste prevention and

management

To facilitate relevant target audiences using the results in a way that serves their

needs

To promote the methods (such as citizen participation), outcomes, and results

among other cities and stakeholders in a way that allows them to adapt and

replicate the solutions.

4. Target audiences

The identified target groups are based on a preliminary prospection of the stakeholders of

UrbanWINS. Deliverable 3.1. – Thematic, actor and country-oriented waste stakeholder

matrices were used to redefine these target groups.

The primary target group for project communication and dissemination activities are:

Local, regional and European governments – including public authorities, policy and

decisions makers, and practitioners

Waste management industry and waste solutions’ suppliers

Citizens

State-owned companies, private companies and companies’ associations – with a

focus on packaging and logistics

Educational centres – primary and secondary schools, as well as other informal

educational centres, since some of the pilot actions are directed at these

institutions



The secondary target group includes:

Non-governmental organisations and civil society – such as specific environmental

NGOs, citizens’ associations, and so on

Academia and research sector

Professionals involved in urban planning

Local business

Financial services

The tertiary target group includes:

Media

Multipliers: stakeholders that spread the word about the project

Unusual suspects: stakeholders that develop an interest in the project for

unexpected reasons

PRIMARY TARGET

GROUPS

AREA OF INFLUENCE

Governments (local, regional and European level)

- Public authorities

- Policy and decision makers

- Practitioners

Waste prevention and management policies and strategies

Leadership and management

Urban planning

Waste industry

- Waste management companies

- Waste solutions’ suppliers

Waste prevention and management innovative solutions

Citizens - City dwellers Consumption of resources

Generation of waste

Companies

- Logistics companies

- Packaging companies

- Associations of companies

- Building sector

- Small industries in the urban area

Consumption of resources

Sustainable production patterns



SECONDARY

TARGET GROUPS

AREA OF INFLUENCE

NGOs and civil society

- Topic focused NGOs (local, regional and European)

- Environmental NGOs

- Citizens associations


Generation of waste

Advocacy, dissemination and replication

Academia and research centres

- University

- Research centres


Generation of waste

Sustainable consumption patterns

Professionals involved in urban planning

- Architects

- Engineers

- Landscape planners

- Urban planners


Waste prevention policies

Generation of waste

Implementation/Integration of innovative solutions

Urban planning

Local business - Retail shops

- Supermarkets


Waste prevention

Generation of waste

Sister projects and related projects

- Urban Waste

- REPAiR

- IntherWASTE

- PPI4Waste

- CIRC-PACK

- PlastiCircle

Urban metabolism

Waste management and prevention

TERTIARY TARGET

GROUPS

AREA OF INFLUENCE

Media

- Local media

- Specialised media

- General media


Generation of waste

Advocacy, dissemination and replication

Multipliers - Influencers

- Stakeholders’ related networks

Advocacy, dissemination and

replication

Unusual suspects To be identified

WP8 - Deliverable 8.1 Communication and dissemination strategy Key messages


(Some possible profiles:

social enterprises creating

jobs around waste collection

and recycling, waste pickers,

artists and artisans working

with waste or recycled

products).

Educational centres

- Primary schools

- Secondary schools

- High schools

- Centres of non-formal education


Generation of waste

Sustainable consumption patterns

5. Key messages

These overarching key messages have been designed to promote UrbanWINS project and

its approach to all target audiences:

UrbanWINS will help us understand what our city consumes and discards to

prevent, reduce and re-use waste

UrbanWINS believes that waste does not exist – we see waste as a resource

Our city is a living organism that “eats” resources and generates waste: let’s

take care of what we consume and produce

UrbanWINS communities know that strategic planning plays a key role in

resource efficiency and waste prevention

Waste prevention can happen as a result of collectively built solutions and

actions, connect with the UrbanWINS community and start acting

Sustainable consumption improves the quality of life in our city

Innovative and sustainable waste management solutions improve the wellbeing

in our city



Key messages focused on:

Resource consumption and waste generation: These are the main topics tackled within

UrbanWINS. These key messages aim at raising awareness on these topics.

Innovation: It is a key feature of UrbanWINS. Suppliers providing solutions in the field, as

well as procurers and researchers can feel attracted by the innovative decision and policy

making approach of the project.

Resources are limited: to ensure future generations can also enjoy them, we

need to move towards more sustainable consumption habits

Waste is a result of our resource consumption. There are things we can do to

save resources: UrbanWINS finds new ways to prevent waste and reduce

resource consumption

Waste can also be used as a resource by reusing and recycling and upcycling it

Cities are committed to introduce innovative ways of finding solutions in their

waste management practices to improve the quality of life of the citizens

Pilot cities of UrbanWINS will test eco-innovative solutions to improve their

waste management and prevention strategies

Green and public procurement of innovation entail a range of economic, social

and environmental benefits



To engage stakeholders to join the online agoras and discuss with other stakeholder, these

are the key messages:

These are some tailored messages for some specific targeted audiences:

Join the UrbanWINS online agoras: your opinion is key

Take part in the the UrbanWINS online agoras. We can change the city together

You are an important component of the city: share your ideas and organise with

others to improve our living space

Waste is a challenge we can overcome together: get involved in the online agora

and share your thoughts

Discuss, brainstorm and participate in the UrbanWINS online agoras. We want

to hear you to make the city a better place to live!

LOCAL GOVERNMENTS

By participating in UrbanWINS our city is showing leadership and commitment

to tackle waste issues and pioneer innovative solutions

UrbanWINS will develop a toolkit for participatory and science-based decision-

making and planning for waste prevention and management

EUROPEAN REPRESENTATIVES

UrbanWINS shows how European collaboration in the framework of Circular

Economy policies can bring innovative solutions to the waste sector

The toolkit for participatory and science-based decision-making and planning for

waste prevention and management developed in UrbanWINS can be used all over

Europe

EDUCATIONAL CENTRES

Children and young people have the power to change our cities. Let’s involve

them and help them be agents of change.

WP8 - Deliverable 8.1 Communication and dissemination strategy Visual identity


6. Visual identity

6.1. The logo

The UrbanWINS logo reflects the core content of the project. It is based on the concepts of

circular economy, the urban metabolism approach, the in-an-out flow of materials and the

participatory mechanisms for stakeholders to discuss ideas in their urban environment.

The tagline/claim shows the three key ideas that define the project: Waste, Resources,

Innovation.

The logo must always be reproduced from a master reference, to be found in the intranet

area of the UrbanWINS website.

6.2. Colour palette

WP8 - Deliverable 8.1 Communication and dissemination strategy Communication and dissemination channels


6.3. Visual identity guidelines

Visual identity guidelines have been produced and are available in the intranet area of the

UrbanWINS website. These provide information about:

Logo

UrbanWINS typography

Other graphic elements

Templates produced: Word, PPT, press release, letter and programme templates

H2020 – Emblem and disclaimer

EU emblem basic rules

7. Communication and

dissemination channels

Key channels for the communication and dissemination of the development and outcomes

of the project are the project website, the dissemination conferences, the EU events, the

webinars and the social media.

7.1. Website

The project website – www.urbanwins.eu – is live since December 2016 (M7 of the project).

It is the main interface towards all stakeholders interested in UrbanWINS, its progress, and

its results. As a result of reviewing the current website content, the information of the city

profiles will be sharpened and up-to-date information on the pilot actions will be included.

The project website has a consistent look with the visual identity. For that purpose,

Marraiafura integrated the logo and used the guidelines for the visual identity

implementation.

This is the current website structure:

http://www.urbanwins.eu/



A new web site structure was suggested and is currently built by CEIFAcoop. The new

structure would look like this (with the Pilot Cities tab remaining the same):

About Pilot cities Project

activities

Urban

agoras

The project

The

Consortium

Page per

city (8) City match

Citizen

blogging

Webinars

Figure 4: Website tree for the UrbanWINS project website

Footer including the logo of the 27 partners, as well as the EU emblem and the

The EAB

Resources

Sector

Watch

Keep

updated

Newsletter

Press corner

Leaflet

Quality

Snapshot

Deliverables

Elevator

Pitch

Toolkit

Media



Marraiafura was in charge of the technical (programming) development of the

project website, and keeps on being in charge of all technical changes that need to

be implemented.

CEIFAcoop is responsible for all updates and maintenance that needs to be done to

the website (EAB page excluded), such as updated content on the cities’ pages,

upload new deliverables – that are previously checked by ICLEI -, links to the

newsletters, links to new articles being published, etc.

ICLEI is in charge of updating the EAB page, with the pictures and short bios of the

members of the EAB. ICLEI, as WP leader, will oversee all changes in the website,

and will be available for any questions linked to content and users’ experience.

7.2. Dissemination conferences

A total of 8 conferences will be organised throughout the course of the project in order to

disseminate the activities, goals and results of UrbanWINS.

Kick-off conference: The kick-off conference took place in Cremona (Italy) in September

2016 (M4 of the project). The purpose of this event was to share the approach of

UrbanWINS and to clearly explain the different activities that will be developed within the

project to reach its objectives, that is 1) deepening the understanding of the state-of-the

art of urban waste prevention and management strategies and their links to urban

metabolism approaches based on the in-depth analysis of the situation of 24 EU cities and



6 countries, 2) setting up of informative and participatory instruments for the engagement

of urban stakeholders necessary for co-developing and co-testing new solutions, and 3)

development, testing, formalisation and dissemination of a series of innovative waste

prevention and management recommendations and instruments.

The European Advisory Board, consisting of at least 20 EU high-level representatives, took

part in this kick-off conference.

National conferences: A total of 6 conferences will be organised throughout the project to

share the developments of UrbanWINS, as well as to exchange ideas, challenges and

approaches.

Each of six countries involved in this project – Austria, Italy, Portugal, Romania, Spain, and

Sweden – will host one conference.

These conferences can be organised between M5 (October 2016) and M34 (March 2019),

although it is highly recommended that they are organised once some outcomes of the

project are ready, when the online agoras are launched – in order to engage stakeholders

to join them – or when the strategic plans are being implemented in the 8 pilot cities.

National partners will decide when to organise the conference, depending on what they

want to achieve and who their target audience is. If any evidence needs to be shown, a

guided tour can be part of the conference. It is highly recommended to create national

task forces to organise these events, in order to share roles and synergies. Possible target

audiences for these events are national, regional and local authorities, professional and

business associations, enterprises in the waste sector, research institutions and

universities, educational centres, or citizens. Based on the specific development of the

project in each of the countries, as well as depending on the partners involved from each

country, the target audience may vary from one national conference to the other.

National conferences will be announced through the project website, the social media and,

when possible, the newsletter. Partners involved in organising these events can develop a

specific recruiting strategy for the event. The host of the conference will also explore the

possibility of producing specific communication products for the event, such as banners or

postcards.

Leiria (Portugal) organised a national kick-off conference during the first year of the project,

and Coimbra hosted the national (Portugal) conference on 25 and 26 June 2018. The

conference was organized by the University of Coimbra, FCT.NOVA, Ceifacoop and Leiria,

and it was attended by about 80 people.

Three conferences are planned in the second half of 2018: On 19 October, Ecosistemi is

organizing a national conference in Rome, within the framework of the Forum CompraVerde-

BuyGreen. The Romanian Building Council will organise the national conference in Bucharest

on 20 November. On 23 November CTM is organising the national conference in Sabadell for

Spain.



National partners are responsible for organising the national conferences. CEIFACOOP as task

leader is responsible for managing the process. Partners with budget for national

conferences: Ecosistemi (Italy), SERI (Austria), RGBC (Romania), CTM (Spain), UC (Coimbra,

Portugal) and Shalmers (Sweden).

Final conference: A final conference will be held in April 2019 in Brussels (Belgium). The

European Advisory Board will take part in this event, which is expected to also gather

representatives from national and European levels.

The final conference will inform about the outcomes and results of UrbanWINS, and at the

same time it will be a platform to discuss and share urban MFA indicators, ideas from the

participatory mechanisms to identify win-win solutions, the strategic plan frameworks, and

eco-innovative solutions for waste prevention and management.

Specific communication products can be produced for this event, if needed.

The dissemination and exploitation plan will be presented in this conference.

7.3. EU initiatives and events

All partners will actively participate at external EU initiatives and events; as face-to-face

communication is the most effective way of communication. European and national events

will be identified by all partners during the project lifetime. As the objective is to stimulate

the interest of “new” stakeholders, partners attending these events are encouraged to have

an active role in them, for instance, doing a presentation, having a stand, or showing a

poster. Active networking during the event is also envisaged.

These are some events where UrbanWINS was presented:

DATE EVENT PLACE URL

7-8.09.2017 Euro Recycling Paris, France http://recycling.alliedacademies.com/

20-22.09.2017

22nd International Congress for Battery Recycling ICBR 2017

Lisbon, Portugal

http://www.icm.ch/icbr-2017

2-6.10.2017

International Waste Management and Forte Village, Italy

http://www.sardiniasymposium.it/

http://recycling.alliedacademies.com/

http://recycling.alliedacademies.com/

http://www.icm.ch/icbr-2017





Landfill Symposium

12.-13.10. 2017

Forum CompraVerde Rome, Italy

https://www.forumcompraverde.it/

20-21.10.2017 Cradle to Cradle Kongress

Lüneburg, Germany http://c2c-kongress.de/de/

24-27.10.2017 Municipalia Lleida, Spain

https://www.environmental-expert.com/events/municipalia-2017-20424

7-10.11.2017 Ecomondo Rimini, Italy http://www.ecomondo.com/

15-18.06.2018 Foro de las Ciudades Madrid, Spain

https://forociudadesmadrid.com/2017/06/22/lanzamos-la-tercera-edicion-del-foro-de-las-ciudades-de-madrid-2018/

29.06.2018

Workshop ECO.NOMIA – Cidades Circulares Lisbon, Portugal

http://eco.nomia.pt/pt/recursos/noticias/cidadescirculares

These are some tentative conference where UrbanWINS could be presented

DATE EVENT PLACE URL

3-5.10.2018 EcoProcura Nijmegen, the Netherlands

http://www.ecoprocura.eu/

22–25.5.2019 Urban Futures Oslo, Norway https://www.urban-future.org/

Partners regularly update a file with upcoming events, so that partners have an overview

of possible events that could be of interest to present UrbanWINS and to network with

stakeholders.

7.4. Breakfast at Sustainability’s

The Brussels Office of ICLEI is host to Europe’s leading ongoing sustainability discussions,

Breakfast at Sustainability (B@S). These small informal meetings are moderated by

representatives of regional and local governments. Topics covered are related to

sustainable community developments that are essential to public authorities.

UrbanWINS was presented and its developments and outcomes were discussed successfully

with high-level policy makers from across Europe, as well as other stakeholders.

http://c2c-kongress.de/de/






The event was organised around M18 of the project, in November 2017.

Cooperation with Eunomia has been established for this purpose, and different potential

hosts have been approached to check different possibilities.

7.5. Webinars

The UrbanWINS series of webinar will be a support tool to all activities carried out in each

work package. The webinars have different purposes and objectives:

To inform the stakeholders and the general public about the progress of the project

To go in-depth into certain important topics of the project

To support the urban agoras in WP3 – as a continuation of the physical discussions

To discuss particular aspects around participatory and science-based decision-making and planning for urban waste management

They will be organised in response to specific requirements of the European Advisory Board

members, project partners, and agora members. Ideas for the webinars will be discussed

during the PTCs.

At least 15 participants will take part in every webinar.

The first two webinars already took place:

- Urban metabolism and circular economy. Organised by ICLEI, it took place on

5 July 2017, with around 50 participants

- Participatory mechanisms and urban agoras. Organised by CEIFACOOP, took

place in February 2018 and was attended by 35 participants

Another two webinars will be offered in the second half of 2018 with the following focus:

- From citizen participation to local action. Insights from two pilot cities.

Taking place September 2018, organised by ICLEI

- T.b.d.

Action plan:

- CREMONA will lead on this task, supported by ICLEI and CEIFACOOP - Depending on the topic, one specific partner will be responsible for organising the

webinar - WP leaders will contribute with their ideas - All partners will contribute to invite participants



7.6. Social media

Social media communication and dissemination helps increasing UrbanWINS impact and

reach a wider audience.

Three main social media channels are currently used: Twitter, Instagram and Facebook.

ICLEI is managing social media contents.

Twitter

Twitter is an information network made up of 140-character messages (tweets).

UrbanWINS has created its dedicated Twitter account @UrbanWINS that has been customised

with the visual identity of the project.

The hashtag used for the project is #UrbanWINS and it is preferably accompanied by a

second hashtag #waste. A third hashtag is introduced, when possible, to show the funding

and connect with other H2020 projects, #H2020.

This social media channel is being used to:

Create public interest in the project, its approach and the topic covered

Raise awareness on the topic of waste

Share information and outcomes of the project

Drive engagement to the online agoras

Attract visitors to the UrbanWINS platform

Spread the news about activities in different cities, especially based and linked to on

blog posts published on the activities.

Build relationships (also with other related projects)

Announce and advertise specific events

Target journalists, media and influencers

The amount of tweets varied based on the need of the project. For the pilot action phase

as well as the replication phase of the project, twitter will be a key tool to point out

interesting developments and inspire other cities to follow the example of the pilot cities.

The use of twitter will be intensified in the final phase of the project, mainly to draw

attention to pilot actions and to promote content created (videos, elevator pitches, sector

watch articles.

Hashtags to be used in social media: #UrbanWINS #waste #H2020



All partners are encouraged to retweet the tweets produced by the @UrbanWINS account,

or to quote them and translate them into the local languages.

Facebook

Facebook is a social networking site where users upload photos, share links and connect

with their community.

A Facebook page has been created: https://www.facebook.com/UrbanWINS/

The Facebook and the Twitter account are connected, so that the same content is

displayed in the two channels.

Facebook is used for creating and promoting events and informing the network about

important milestones. It also serves as a landing page for those looking via facebook.

Facebook will also increasingly be used to promote the online agoras to keep citizens

engaged. It directs to the main website.

The Instagram account will be deleted by the End of August 2018 as it results that the

primary target group is not active on Instagram and the project is not suitable for

Instagram as not enough content is created on a daily basis (mass communication).

Other communication channels such as linkedin and project websites are used on an ad-hoc

basis, based on need and suitability.

7.7. Online agoras

The online agoras - are also being used as a channel to disseminate and communicate

events, developments and outcomes of UrbanWINS. They are used by the cities to inform

citizens about the participatory process in their town, to encourage their participation also

from distance and to guarantee transparency. Participants of the online agoras are meant

to help the consortium to understand the current situation and have a better knowledge of

how people perceive waste management in their cities, what their needs or problems are.

members of the agoras are constantly encouraged to discuss the results and the findings of

the project, and how they thing results can be translated into actions. The urban bloggers

also actively contribute to the agoras, hereby stimulating agora participants to keep the

discussion going and keep committed to the process.

https://www.facebook.com/UrbanWINS/



7.8. Mailing lists

Stakeholders can subscribe to a mailing list to receive the nine UrbanWINS newsletters that

will be produced throughout the project. Key target audiences will be identified by all

partners and invited to subscribe to the mailing list.

This is the page for subscribing to the newsletter:

https://www.urbanwins.eu/newsletter/

If needed, this mailing list will be used for other communication and dissemination

purposes within the scope of the project – always without spamming the subscribers. For

instance, it has been used to announce a webinar.

7.9. Channels of partners

Partners in the UrbanWINS consortium are asked to contribute to dissemination and

communication through their own channels, i.e. own website, social media channels, e-

newsletters, and so on.

By using their own communication channels, partners ensure to reach local audiences in

their local languages. So, information produced in English to be distributed within the

project communication channels can be translated into the local languages.

City partners can use their own local publications to promote the project, its

developments and its outcomes, as well as to engage stakeholders to take part in the

national conference and to join the online agoras.

Academic partners are encouraged to introduce and promote the results of the different

work packages in relevant academic contexts, i.e. research activities or university

teaching.

A spreadsheet was shared with partners to collect their communication and dissemination

channels, so as to have a better overview. Each partner is responsible to providing data in

this spreadsheet on a regular basis.

https://www.urbanwins.eu/newsletter/

WP8 - Deliverable 8.1 Communication and dissemination strategy Communication products


8. Communication products

8.1. Promotional e-leaflet

An informative e-leaflet describing the aims and aspirations of the project and showing

how to get involved in the project – i.e. via the website, the social media accounts and the

online agoras – was developed by November 2016 (M6 of the project) to promote

UrbanWINS.

The leaflet is available and downloadable from the website:

https://www.urbanwins.eu/leaflet/

Some national partners have contributed with the translation of the content into their

language, so different language versions have been developed:

Catalan

Italian

Portuguese

Romanian

Spanish

German (currently being finalized)

8.2. E-newsletter

Project newsletters are issued appr. every 4 months, approximately, to enable the

consortium disseminate the latest outcomes and communicate about the progress of

UrbanWINS.

Newsletter #1 was shared with the European Advisory Board and partners were asked to

send it to their relevant contacts, as there was no mailing list of subscribers. Currently, e-

newsletters are being sent to the list of subscribers using Mailchimp.

The structure for the newsletter is:

Project news

Related news

Updates produced by the bloggers

Upcoming events

https://www.urbanwins.eu/leaflet/



Two weeks before sending out the e-newsletter, ICLEI will promote subscription to the

newsletter via social media.

Once the newsletter has been sent out, ICLEI will promote the newsletter via social media

and via the Procurement Forum, sharing the link to it.

Action plan:

- Two months before the newsletter is sent out, CEIFACOOP sends an email to WP leaders to ask for contributions for the “Project news” related section

- WP leaders send their contributions to CEIFACOOP - CEIFACOOP checks and edits the content, and shares it with ICLEI - ICLEI proofreads the content, and adds information for the “Related news” and

“Upcoming events” section. Once this is ready, ICLEI sends the information back to CEIFACOOP

- CEIFACOOP layouts/designs the newsletter and send a test to Cremona, Ecosistemi and ICLEI to validate it

- CEIFACOOP sends it to the list of subscribers

8.3. Blogging

Blog updates documenting the project progress in each of the pilot cities will be in the

hands of a group of urban bloggers that have been selected.

Urban bloggers will be the mechanism to have locally generated news. They will share

their impressions from a resident’s perspective.

There will be an update per city every two months.

Ideally, the posts will be bilingual, or in the local language with an English summary.

The bloggers are well connected within their communities and the waste sector, which is

why their input will receive a prominent spot at the final conference, potentially as a

panel or else. Feedback from the bloggers is also included in developing communication

material.

ICLEI is exploring regularly new communication and dissemination possibilities with

bloggers, such as bloggers having access to UrbanWINS social media channels to post, for

instance, pictures of events and contribute to live tweeting. One exchange web call with

the bloggers already took place to share experiences and give updates. A follow-up web

meeting is planned for September 2018.

The bloggers will be invited to contribute to the final conference in April/May 2019 in

Brussels, organised by Ceifacoop.



8.4. Press releases

A series of press releases will be produced to be published in local newspapers, as well as

in specialised magazines and online media. There will be, at least, a total of two per year.

They will be used to announce important news about the project. Whenever a press

release is available in another language, it should be added to the site. CEIFACOOP to get

in contact with partners for the final documents.

Four press releases have already been produced and sent during the first year of the

project.

Action plan:

- CEIFACOOP drafts the press release - ICLEI contributes to it by adding comments - Cremona, Marraifura, NOVA.ID.FCT. and Ecosistemi validate the content - CEIFACOOP circulates it among partners - Partners translate the press release into their local language, if needed - Partners send it to their media contacts - Partners to add the number of contacts they have sent the press release to, in the

monitoring tracking tool

8.5. Sector watch

The Sector watch is a highly targeted source of information for public procurers on the waste

sector, where the sector is monitored and developments are shared. It is already live – since

February 2017 (M9 of the project) and can be accessed here:

https://www.urbanwins.eu/resources/. It collects:

Best practices

Criteria sources

Labels

Innovative solutions

Guidance

News

When accessing the Resources page in the UrbanWINS website, visitors can click on the Sector Watch link that will redirect them to the Sustainable Procurement Platform (www.sustainable-procurement.org) run by ICLEI, where the content is hosted: http://sustainable-procurement.org/sector-watch/

Updates and new content published in the Sector Watch are being announced using the social

media accounts, the newsletters and the online agoras.

For the second half of 2018, the plan is to intensify Sector Watch as a communication tool

to give more in-depth information on specific topics of the waste sector.

https://www.urbanwins.eu/resources/

http://www.sustainable-procurement.org/

http://sustainable-procurement.org/sector-watch/



The goal is to publish every month and create a variety of formats (as mentioned above).

Results from UrbanWINS pilot actions will be included whenever possible.

Action plan:

- ICLEI creates the content - CEIFACOOP, Cremona, Marraifura, NOVA.ID.FCT. and Ecosistemi check and validate

the content once it is live - ICLEI promotes it via social media

8.6. Elevator pitches

An elevator pitch is “a short summary used to quickly and simply define a process,

product, service... and its value proposition.” The name reflects the idea that it should be

possible to deliver a summary in the time of an elevator ride, which is between 30 seconds

to 2 minutes.

A collection of snappy facts, figures and arguments showing the positive impact of green

public procurement (GPP) and innovative waste solutions in urban areas will be part of this

GPP Elevator Pitch. It will be based on the results of the toolkit and policy dialogues

carried out in WP5 and WP6.

One elevator pitch has been created in the format of a video and was shared on the

website. ICLEI is exploring ways in which the pilot actions can be shared in an Elevator

Pitch format, such as short videos.

On top of that, the elevator Pitch format will also be used to support the articles created

for Sector Watch, summarizing the content and acting as a teaser to spark interest.

Therefore, the content of Sector Watch and the Pitches will be more aligned, starting from

August 2018 until the end of the project.

Action plan:

- ICLEI (supported by CEIFACOOP) in cooperation with partners in WP5 and WP6 to create this elevator pitch

8.7. CityMatch

This activity consists of a series of staff exchanges, facilitating knowledge and experience

sharing between advanced and less advanced public authorities from different parts of the

project’s regions as well as to carry out mutual benchmarking exercises and evaluation.

The activity is open for any public authority to participate in, in order to maximise the

replication impact of UrbanWINS



The possibility of creating an interest group including the cities involved in the project and

inviting other cities interested in the topic of waste prevention and management, was

explored. Activities such as site visits, webinars, workshops or twinnings are currently

developed within the members of this interest group. These activities involve public

authorities, procurers, waste management companies, social enterprises and collectors,

and business delivering solutions, among others.

The CityMatch activities have been soft-launched by adding some information in the

UrbanWINS website: https://www.urbanwins.eu/city-match/

The activity was fully launched in September 2017. The first city match took place in Rome

alongside CompraVerde 2017.

Another City Match is planned to take place, with Zurich (January 2019) and Malmö having

signalled interest.

8.8. Videos

The production of a range of 3 to 5 videos is envisaged to facilitate the transfer of science-

based results and solutions into policy recommendations and implementation actions.

The videos can aim at raising awareness as well as to engage stakeholders.

Video 01 was already produced during the first year of the project. It is an animated video

presentation of the project, introducing the concept of urban metabolism:

https://www.youtube.com/watch?v=cL0qX1oXOMg&t=3s

The video has been embedded in the UrbanWINS website, has been promoted via the

newsletter, has been shared via social media and has been disseminated by contacting

different channels – such as EU agenda. In four months, it has achieved more than 1,600

views.

Partners have provided translations for the video to be subtitled. There are different

language versions of it: Catalan, Italian, Portuguese, Romanian and German.

Tentative ideas for the next videos are:

Presentation of the toolkit: what it contains and how it can be used by decision-makers

Outcomes of UrbanWINS in particular pilot cities actions

For the very next video, ICLEI will coordinate collection of footage during various pilot

actions to compile a video that promote the activities, in particular pilot actions. This will

be done in cooperation with local partners.

Action plan:

- ICLEI to suggest the ideas to Cremona, Ecosistemi and CEIFACOOP - Cremona, Ecosistemi and CEIFACOOP to approve the idea - ICLEI drafts the storyboard of the video

https://www.urbanwins.eu/city-match/

https://www.youtube.com/watch?v=cL0qX1oXOMg&t=3s



- ICLEI and national partners organise video footage - Partner with the focus on the topic checks the content to validate it - ICLEI circulates and promotes the videos

8.9. Online campaigns

Two online campaigns were and will be developed within the project.

* “Online agoras” campaign: This campaign aims at engaging stakeholders to join the

online agoras to discuss different topics.

Instagram will not be used to promote the online campaign, instead, focus on twitter and

facebook will be intensified.

Additional graphic material will be developed by ICLEI with the support of CEIFACOOP and

the cities, such as infographics, pictures or images containing the key messages to engage

people.

Partner cities will evaluate whether the translation of material is needed.

* “Toolkit” campaign: This second online campaign will focus on the toolkit developed in

WP6. This toolkit will contain: a) a corpus of urban waste prevention and management

recommended practices for different urban scenarios, b) guidelines for the use of MFA and

urban metabolism analysis combined with LCA, and c) stakeholder engagement techniques

to be applied at various stages of planning and implementation of waste prevention.

The purpose of this campaign will be to help reach an audience of 5,000 stakeholders,

amongst them decision-makers, to enable them improving their waste prevention and

management policies, as well as to enable scaling-up the piloting experiences within

UrbanWINS.

The final version of the toolkit will be ready by April 2019 (M35).

Materials for the online campaigns will be developed one month before they start, based

on the target audience that needs to be reached.

8.10. Exploitation plan

Based on a SWOT analysis concerning the main outcomes of the project, an exploitation

plan will be developed detailing:

the positioning in respect to similar waste initiatives in EU 28,

the description of the most promising results and the parameters necessary to evaluate the exploitation potential, and

WP8 - Deliverable 8.1 Communication and dissemination strategy Products’ and channels’ connection to the communication approach


a set of recommendations focusing upon factors conditioning research results’ adoption and exploitation and illustrate the conditions for sustainability

The document will also define the basis for the UrbanWINS Alliance. This alliance will be

conceptualised based on the synergies created throughout the project and will be a joint

exercise by the consortium and the European Advisory Board.

The dissemination and exploitation plan, as well as the UrbanWINS Alliance will be

presented at the final conference in Brussels, Belgium.

Action plan:

- Cremona has the leading role, but all partners will contribute

9. Products’ and channels’

connection to the

communication approach

AWARENESS

UNDERSTANDING

- Visual identity - Project website - E-leaflet - Kick-off conference

- Social media

- E-newsletters - Online (and physical) agoras - Project website - Social media - Blogging - Videos - National conferences - Breakfast at Sustainability - Press releases

- Webinars

WP8 - Deliverable 8.1 Communication and dissemination strategy Products’ and channels’ connection to the communication approach


Pro

ject

websi

te

E-l

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et

Confe

rences

Socia

l m

edia

E-e

wsl

ett

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Blo

ggin

g

Webin

ars

Bre

akfa

st a

t

sust

ain

abilit

y

Pre

ss r

ele

ase

s

Online

cam

paig

ns

Secto

r W

atc

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Cit

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atc

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GPP E

levato

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Pit

ch

Local, regional and European governments – Public authorities and decision makers

()

Local, regional and European governments – Practitioners

()

Waste industry () ()

Companies ()

Citizens ()

NGOs and civil society

() () ()

Educational centres

()

COMMITMENT

ACTION

- Online (and physical) agoras - Project website - National conferences - Online campaigns - Sector Watch incl. Elevator

Pitch - CityMatch

- Social media

- Online (and physical) agoras - Project website - Final conference - Online campaigns - Elevator Pitch - CiyMatch

- Social media

WP8 - Deliverable 8.1 Communication and dissemination strategy Timeline


Academia and research centres

() () ()

Local business

Financial services

() ()

Media

Multipliers ()

10. Timeline

M15 M16 M17 M18 M19 M20 M21 M22 M23 M24

Communication products and channels

August 2017

Sept. 2017

Oct. 2017

Nov. 2017

Dec. 2017

Jan. 2018

Feb. 2018

March

2018

April 2018

May 2018

Communication and dissemination strategy

Update

Contents and maintenance of the project website

CityMatch Hard launch

Sector Watch

National conferences (Austria, Italy, Portugal, Romania, Spain and Sweden) – Each partner will choose / Recommended in grey

EU initiatives – Open Days



EU initiatives – Procura+ Seminar 2018

EU initiatives – European Week for Waste Reduction 2017

Breakfast at Sustainability

Webinars

Social media

Online agoras

Mailing list

E-newsletter

Press release

(tentative: one connected to the Breakfast at Sustainability / one connected with the start of the Strategic Planning Frameworks)

Videos

Blogging

Ongoing activities

M25

M26 M27

M28 M29

M30

M31

M32

M33

M34 M35 M36

Communication products and channels

Jun. 18

July 18

Aug. 18

Sept. 18

Oct. 18

Nov. 18

Dec. 18

Jan. 19

Feb. 19

March 19

April 19

May 19

Communication and dissemination strategy

Upd.

Upd.



Contents and maintenance of the project website

CityMatch

Sector Watch

GPP Elevator Pitch (to be determined)

National conferences (Austria, Italy, Port. Romania, Spain and Sweden) – Each partner will choose / Recommended in grey

EU initiatives – EcoProcura conference 2018

EU initiatives – European Week for Waste Reduction 2018

Final conference (Brussels)

Exploitation plan

Webinars

Social media

Online agoras

Mailing list

E-newsletter

Press releases: One to be determined +

WP8 - Deliverable 8.1 Communication and dissemination strategy Evaluation and monitoring


Final conference

Videos

Blogging

Online campaign #2

11. Evaluation and monitoring

An editable monitoring spreadsheet has been shared via the Intranet of the UrbanWINS

website so that all partners can track their specific project communication and

dissemination activities.

Reminders are being sent at least every 6 months so that partners can update this tool.

The following indicators are used for evaluation:

Web statistics: numbers of visits and where visitors are from. Measure of success: at least 1,000 unique visitors / month – number to be reached during the final year of the project

Social media feedback: number of followers to the UrbanWINS Twitter and Instagram account and tweets with the hashtag #UrbanWINS. So far the twitter account has 495 and Instagram has 94 followers, follower numbers on the Twitter account are still rising.

Webinars: at least 15 participants in each webinar. The first and second webinar both exceeded this number by far and were attended by 50+ and 35 people respectively.

Number of conferences: a total of 8 (kick-off conference, 6 national conferences and final conference)

Conferences: at least 20 participants in each of the conferences – kick-off, national ones and final one. 4 of these conferences have already been organised.

Press releases: at least 2 per year

Number of videos produced: 3-5 videos

Videos: 1,000 views all in all

Number of e-newsletter published: 9

Number of subscribers to the newsletter: 200+ subscribers



ANNEX 1

TECHNICAL DATA NAMING (D7.4. DATA MANAGEMENT PLAN)

Documents will be shared between UrbanWINS participants in an internal share point /

working space hosted by UrbanWINS platform, made available within the first 6 months of

project implementation.

In order to ensure a reliable system for tracing of documents and their different versions, a

document naming system is introduced.

In this sub-chapter, the naming procedures for deliverables and reports, as well as for

documents related to events taking place on specific dates are described. This category

applies to all the working documents that are to be created during the URBAN_WINS

project, such as deliverables or internal reports and working documents.

These documents will be named as it is indicated below:

URBAN_WINS__-_.extension

For deliverables the deliverable number (DXX) will be used as the name.

The initial version of every document will be version 00 and revision 00. The document will

be processed and the changes will be saved as revision 01, revision 02, etc.

Once the document is considered definitive, it will be saved as version 01 revision 00. In

the case of those documents that have to be approved by the PC, PEB, PTC, etc, e.g.

deliverables, the version 01 revision 00 of it will be sent to the respective bodies.

If the PC, PEB or PTC considers that any modification has to be done, the changes will be

saved as “version 01 revision 01”, revision 02, etc.

Those documents that do not have to be approved by the PM (e.g. internal documents),

the final version of it will be also saved as version 01 revision 00. If later on, the document

has to be modified or updated, the document will be similarly saved as “version 01 revision

01”, revision 02 etc.

The name of the partner is optional and should be used for documents that are handled by

different partners. Example of naming (when Ecosistemi changes to a draft of this

document): URBAN_WINS_D11_00-03_Ecosistemi.doc



Documents related to events that take place on a given date, e.g.: minutes of meetings,

workshops agendas, etc. will be named as follows: URBAN_WINS___-_.extension.

The date will begin with the full year followed by month and day, each separated with

dashes (e.g. 2016-03-26). This allows the accurate chronological ascending or descending

order of documents in the file system of various operating systems.

The versions naming follows the same procedure as the one described above.

The name of the partner is optional and should be used for documents that are handled by

different partners. Example of naming: URBAN_WINS_2016-07-07+08_Kick-off-meeting-

minutes_01-00.doc